PENGARUH NILAI PENGALAMAN TERHADAP LOYALITAS PELANGGAN YANG DIMODERASI PENDIDIKAN PELANGGAN BERBASIS KONTEKS

HARTAWAN, AHMAD and Syamsurijal AK, Syamsurijal AK and Wahab, Zakaria and Shihab, Muchsin Saggaf (2021) PENGARUH NILAI PENGALAMAN TERHADAP LOYALITAS PELANGGAN YANG DIMODERASI PENDIDIKAN PELANGGAN BERBASIS KONTEKS. Doctoral thesis, Sriwijaya University.

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Abstract

Customer loyalty has become one of the main objectives of research in the marketing domain in both product and service industries. The purpose of this study was to analyze the effect of physical context and relational context on experiential value, experiential value on customer loyalty, and experiential value on customer loyalty moderated by context-based customer education at English course institutions which offer special classes for Elementary School students in Palembang. The sample in this study were 261 parents assisted by the students obtained through Simple Random Sampling technique. The data collection method used a questionnaire in the form of Google Form. The data was processed by using Multiple Linear Regression Equation Analysis Technique and Sobel Test. The results of this study indicated that: (1) the direct effect of physical context is positive but not significant, while relational context has a positive and significant effect on experiential value, (2) relational context, experiential value, context-based customer education have a positive and significant effect on customers loyalty, while physical context have a positive but not significant effect on customer loyalty, (3) indirect effect of physical context on customer loyalty through experiential value is not significant while relational context has significant effect, and (4) context-based customer education weakens the effect of the relationship between experiential value and customer loyalty.

Item Type:	Thesis (Doctoral)
Uncontrolled Keywords:	Koteks Fisik, Konteks Relasional, Nilai Pengalaman, Pendidikan Pelanggan Berbasis Konteks, Loyalitas Pelanggan
Subjects:	H Social Sciences > HB Economic Theory > HB201-206 Value. Utility
Divisions:	01-Faculty of Economics > 60001-Economics (S3)
Depositing User:	Mr. AHMAD HARTAWAN
Date Deposited:	20 Aug 2021 03:47
Last Modified:	20 Aug 2021 03:47
URI:	http://repository.unsri.ac.id/id/eprint/52235

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